After decades of dominating the boot market and partnering with the world’s elite blade manufacturers, Riedell set out to revolutionize the industry with its first American-made blade line. I built the visual brand from the ground up, creating the logo, blade-specific icons, packaging, labels, POS displays, catalog, print advertising and photography.

I art directed the catalog photography and developed a cohesive visual identity that balanced premium heritage with an accessible price point. From the blade itself to the retail experience, I carried the brand through every visual touchpoint of the launch.